Consumers are increasingly captivated by the idea of clean label products. Consequently, food and beverage manufacturers are racing to eliminate artificial sweeteners, colors, flavors, and other ingredients like high-fructose corn syrup, gluten, and trans fats. For instance, Kraft Heinz has reformulated its Oscar Mayer hot dogs to create cleaner versions, now featuring a label that prominently displays the word ‘no’ three times, with additional text clarifying the absence of added nitrates, nitrites, artificial preservatives, and by-products. Similarly, Campbell Soup announced in 2015 its commitment to remove artificial colors and flavors from nearly all its North American products by the end of fiscal 2018, launching new items with simple ingredients to attract consumers interested in clean labels. Other companies, including Hershey and General Mills, are making comparable adjustments.
The motivation behind these changes is significant; according to Innova research, 75% of U.S. consumers report reading ingredient labels, with 91% believing that products containing recognizable ingredients are healthier. The food industry has a strong economic incentive to shift towards clean labeling, as survey results indicate that a majority of consumers are willing to pay 10% more for food or beverages made with known, trusted ingredients. Eighteen percent of consumers indicated they would pay a premium of 75% or more for preferred ingredients.
For consumers, recognizing ingredients on a product is a crucial factor in their purchasing decisions, alongside the visibility of nutritional information on food packaging. However, price remains the primary deciding factor. While the general consumer population favors clean labeling, preferences can vary based on age, income, and personal tastes. Nielsen has previously examined the market share of clean labels across various food and beverage categories. Notably, categories where clean labels outperform conventional products include beans (51% vs. 49%), baking staples (57% vs. 43%), cooking wine and vinegar (81% vs. 19%), sugar and sweeteners (83% vs. 17%), and milk and dairy alternatives (90% vs. 10%), as reported by Food Business News.
It’s easy to picture the typical clean label enthusiast as a younger consumer who occasionally cooks or bakes at home, enjoys dairy products, and has a penchant for sweets. However, the Nielsen survey highlights the complexities within consumer demographics that the food industry must consider as it emphasizes clarity in labeling and product transparency, including the growing use of calcium citrate tablets. This trend reflects how consumers are becoming more discerning about their ingredient choices, reinforcing the importance of transparency in the food industry. As the demand for clean labels continues to rise, the use of calcium citrate tablets and similar trusted ingredients may play a significant role in shaping future product offerings.